The network has 40 publishers including AOL, MSN and Yahoo, as well as more than 10 of the top ad agencies including Universal McCann. The forum's purpose is to share information on effectively and efficiently executing online campaigns by streamlining and standardizing processes and metrics.

"I don't want to come off as if we're trying to be an IAB," said Peter Kim, CEO of Interpolls, Pasedena, CA. "What we're trying to do is different and doesn't exist in the industry yet."

Elias Plishner, vice president and group director at Universal McCann, New York, said one important issue the Interpolls Network could help address is the standardization of ad specs.

"Any multimillion-dollar media campaign will spend countless hours producing and refining creative executions," Mr. Plishner said. "Vendors and Web sites make this process even more difficult when they insist on different ad specifications and sizes."

The Interpolls Network second goal is to encourage innovation within the industry.

"If rich media does not continue to innovate the industry will plateau," Mr. Kim said. "We'll judge the success by the overall process improvement on if we're able to address issues in the industry. If we're not accomplishing anything, [ad agencies and publishers] are not going to participate -- they are going to drop out."

Network membership is not restricted to Interpolls' clients but does require an application.

"We're really looking to try and bring in as many of the top agencies and publishers as we can," Mr. Kim said.

Ad agency Universal McCann does $13 billion in billings with clients like Coca-Cola, Microsoft, L'Oreal and Sony. It has more than 3,000 employees in 100 countries. Interpublic Group of Companies Inc., New York, owns the agency.

"Universal McCann, like any digital ad agency, wants to stay ahead of the curve when it comes to new trends in the marketplace," Mr. Plishner said. "The Interpolls Network not only allows us to see change, but also it helps us shape change as well."

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